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Fusing a design icon, classical literature and modern technology, BIC Brazil found an ingenious way to showcase the iconic Cristal ballpoint's durability. To celebrate the pen's 75th anniversary, the French manufacturer used a robotic arm to transcribe the entirety of Shakespeare's Romeo and Juliet using just one Cristal. The arm wrote for 63 continuous hours and still had ink to spare.

Based on the sole surviving manuscript in Shakespeare's handwriting, BIC's team used AI to analyze the script and create over 20 versions of the bard's scrawl before landing on an authentic representation. The resulting work, a 212-page book, was donated to the Real Gabinete Português de Leitura in Rio de Janeiro.

By transcribing one of the world's most enduring love stories with its equally enduring pen, BIC makes a compelling case for the Cristal's legacy. Besides reminding viewers of how good blue ink looks on paper, the experiment explores the role of automation in creative processes — particularly relevant as businesses navigate the balance between embracing advancements in AI and maintaining a human touch.

Brazilian beauty giant Grupo Boticário has unveiled an AI-powered lipstick application device that reimagines beauty accessibility for people with motor and visual impairments. The Smart Lipstick prototype was developed through a seven-year collaboration with CESAR Innovation Hub. It combines computer vision and robotics to apply lipstick precisely in two minutes. The system photographs the user's face, maps their lips using AI and guides a robotic arm to apply the product — transforming what was once a challenging daily task into a moment of independence and self-expression.

This innovation arrives as beauty brands face mounting pressure to embrace genuine inclusivity, with research showing that truly inclusive brands grow 1.5 times faster than their peers. Beyond the technical achievement, Smart Lipstick represents a shift in how the industry approaches product design for diverse needs, offering a fresh perspective on how AI can enhance personal care routines. Currently being showcased in select Brazilian stores, this fusion of beauty and technology signals a future where feeling confident and looking your best isn't limited by physical abilities.

While most advertisers seek out billboards with unobstructed sightlines, India-based food products company Britannia recently did the opposite, installing units that had to adapt to the shape of surrounding trees — like puzzle pieces instead of standard rectangles. Launched in January 2025 across four Indian cities, the Nature Shapes Britannia campaign aims to convey that the company is adapting to nature’s needs. Each biodegradable billboard highlights key sustainability efforts, including ‘plastic neutrality’ and water stewardship, with typography and layouts bending to the natural contours of adjacent greenery.

The creative and media agencies behind the initiative specifically identified billboards obstructed by trees and designed creative assets based on each site’s tree growth patterns. The unexpected shapes and designs of the displays elicited initial confusion among consumers (and often humorous social media responses), which gave way to positive commentary about adapting corporate practices to the environment. Of course, sustainability advertising often risks veering into greenwashing territory. Creative billboards, however green their message, don’t guarantee a brand is living up to its sustainability claims. Britannia acknowledges, “We’ve made strides, but the journey isn’t over.”

Besides broadcasting its own efforts, the company’s campaign serves to spark a shift in consumer perspective about the natural world’s status and significance. It builds on a growing theme of personifying nature, highlighting that the planet’s needs are as important as those of humans. Last September, three Pacific island nations submitted a proposal to recognize ecocide as a crime alongside genocide, while New Zealand just granted personhood to Mount Tanaraki. Which poses a bigger question for everyone — instead of forcing nature to give way to human progress, what if built environments and human activities were designed to conform to nature?

Second-hand marketplace Vinted is taking an innovative approach to data storytelling with its new Re~invinted campaign, revealing behavioral patterns among its community of buyers and sellers. Based on data collected between December 2023 and December 2024, the brand maps out 32 distinct personas found among the millions of users of its pre-loved fashion platform, from savvy 'Negotiators' to nostalgia-seeking 'Retroholics.'

Re~invinted transforms previously undisclosed platform data into engaging insights, such as the peak hours for price negotiations (6 pm to 9 pm) and the fact that 19% of all transactions begin with a direct message. At the heart of the campaign is an interactive quiz that matches visitors with their pre-loved personalities, along with relevant data points. Underscoring those diverse motivations and buying habits challenges traditional perceptions of who uses second-hand platforms, and how. Re~invinted is rolling out across four European markets.

Drawing inspiration from how ants detect CO2 to locate food and bees sense temperature changes to maintain their hives, a new wearable system translates invisible signals from natural ecosystems into a sensory experience for humans, offering a novel way to understand and monitor our natural surroundings.

The Gaia Communication System (GCS) uses an array of sensors to detect plant health, has bioacoustic sensors to capture communications from creatures and additional sensors monitoring water quality, air composition and soil conditions. This data is converted into vibrations felt through a wearable vest and gloves, accompanied by LED visualizations that provide the wearer with an intuitive, physical understanding of an ecosystem's vitality.

As Earth faces its sixth mass extinction, with vertebrate populations declining by 69% since 1970, the GCS represents a new approach to rebuilding people's connection with nature. By allowing users to physically experience environmental transformations, the system could help drive more informed decision-making around ecosystem preservation. While initially conceived as a field research tool for architects, the system is equally applicable in urban planning and environmental policy. Next up: a commercially available version for consumers?

GlobeScan's The Road to 2025 surveyed 30,000+ consumers across 31 markets, mapping their sustainability mindsets. Turns out, not everyone is on the same eco journey. The study segments consumers into four distinct groups — let’s break them down:

🔵 Anxious Inactives (28%): They care about the planet but feel powerless, stuck in a loop of eco-guilt and inaction.
🇩🇪 Could your brand make sustainability feel effortless? Consider Puma’s podcast series, helping young consumers navigate green choices with less anxiety.

🟠 Indifferents (27%): Sustainability? Meh. They’re not engaged unless there’s a clear what’s-in-it-for-me factor.
🇸🇬 Hook them with incentives — like FairPrice x HPB’s in-app rewards for healthier purchases.

🟢 Enthusiasts (23%): Eco-warriors on a mission, slightly overrepresented in emerging markets. They actively seek out sustainable solutions.
🇬🇧 Give them the tools to level up. Take cues from Zero’s banking app, which breaks down spending’s environmental impact.

🟣 Minimalists (22%): Less is more. Minimalists prioritize reducing consumption and favor mindful living, particularly in Europe and North America.
🇳🇱 Show them less stuff, more impact — like Dutch plant retailer Sprinklr’s extra days off for employees who skip flights.

💡 Your takeaway? Sustainable behaviors aren’t one-size-fits-all. Brands need to tailor their approach to match these distinct mindsets. Could you segment your customers the same way?

🎯 Extra challenge? 20% still think healthy living means self-denial and 23% say the same about sustainability. Time to flip the script! Sustainability isn’t about sacrifice — it’s about joy, purpose, community and even saving money. Could your brand make green living feel like the ultimate life upgrade? 🌱✨

In a bid to make skincare research more accessible (and promote its new GF 15% Solution), The Ordinary just launched a free digital library of beauty industry white papers. The initiative, developed by creative agency Uncommon and dubbed 'The Wikileaks of Beauty,' makes peer-reviewed studies and research accessible to consumers worldwide through a searchable database at thetruthshouldbeordinary.com. Articles tackle commonly misunderstood topics like parabens, natural ingredients and sunscreen formulations, accompanied by expert explanations that help translate complex scientific findings into clear, actionable information.

The database represents a significant shift in how beauty brands approach transparency, moving beyond ingredient lists to share the deeper scientific context behind formulations and industry claims. By revealing that some widely-held beliefs may be misconceptions — such as the assumed dangers of parabens or the superiority of natural ingredients — The Ordinary encourages people to make more informed skincare choices. The Estée Lauder-owned brand has also committed to expanding the archive by funding access to additional paywalled research papers and inviting scientists worldwide to contribute their work, creating an open-source knowledge hub that could reshape how consumers engage with beauty science.

Going against the (malted) grain of Dry January, one of Japan's largest secondhand book retailers has partnered with a Saitama-based brewery to launch a limited-edition beer. Unlike traditional boldly-flavored IPAs, BOOK IPA takes a more subtle approach. COEDO's brewers deliberately toned down the bitterness while maintaining herbal and citrus notes, with an alcohol content of 6% that aims to 'open the senses' without overwhelming them.

The collaboration, launched on 20 January 2025, brings together two companies with complementary approaches to sustainability: ValueBooks through its secondhand marketplace that extends the lifecycle of books, and COEDO through its practice of upcycling local ingredients like sweet potatoes in its brewing process. A preview campaign generated significant interest, with over 5,000 customers signing up in July 2024.

BOOK IPA's label was created by illustrator Kyoka Tanno, who also designs book covers. Priced at JPY 1,650 for a three-bottle set, the brew represents the first of what ValueBooks hopes will become a series of reading-optimized beers, with future releases planned to match different literary genres. The partnership highlights how brands can find shared values in unexpected places — in this case, combining circular practices from publishing and brewing to create an experiential product appealing to their overlapping audiences.

Just Salad is serving up a new recipe for customer satisfaction with Salad AI, a tool that takes the guesswork out of ordering a customized salad. Acting as a thoughtful personal chef, it inquires about the user's dietary preferences, nutritional goals and flavor cravings through a simple survey in the brand's mobile app. Whether they're following a vegan diet, watching their carbs or seeking some crunch in their lunch, the AI assistant processes these preferences to suggest four salad creations, complete with personalized dressing recommendations and nutritional details.

Salad AI plays into the continued demand for food options that align with people's highly personal tastes, health goals and values. It also introduces them to new flavor combinations they might not have discovered on their own — a smart way for a fast-casual restaurant chain to fend off gastronomic ennui. The tool simultaneously reduces decision fatigue while offering customers a seemingly limitless, just-for-you abundance. With the unparalleled levels of customization that AI brings, how will your brand deliver exactly what customers want, before they even know they want it?

Edelman’s annual trust check-in is here, surveying 33,000+ people across 28 countries. The verdict? Grievance is widespread, trust is fragile and optimism is scarce. Here’s your cheat sheet to the 78-page Edelman Trust Barometer:

🚨 Grievance overload: 61% of respondents feel excluded, unheard and underserved, believing government and business primarily benefit the wealthy and powerful. In 23 of 26 countries, the majority report moderate to high grievance, showing the social contract is at risk. Those with high grievances are twice as likely to adopt a zero-sum mindset — what helps others hurts me.

🔥 Hostile activism normalized: 40% now view hostile activism (yes, even violence and disinformation) as a valid way to demand change. The most radical? Gen Z and Millennials, with 53% endorsing such tactics.

🤥 Leaders lie: 69% believe government officials, CEOs and journalists intentionally mislead the public with falsehoods or exaggerations — up 11-12% since 2021.

😟 Prejudice panic: 63% fear discrimination, racism or prejudice — a sharp 10-point jump in just one year, with double-digit increases recorded in 15 of 28 countries. The largest spike? White respondents in the US... 🤔

📉 Fading hope: Only 36% believe life will improve for the next generation. In wealthier countries, that drops to just one in five.

So, what now? Businesses can no longer afford to sit on the sidelines. Tangible action — not authority — is the true currency of trust. High-grievance individuals feel companies aren’t doing enough in key areas: affordability (64%), climate action (62%), retraining (56%), tackling misinformation (55%) and addressing discrimination (53%). Are you? 👀

Amid rising discourse and division, the opportunity lies in fostering inclusion and benevolence. Address inequality authentically, support grassroots change, and offer a brighter vision of tomorrow. A hopeful future may be people’s last lifeline. ✨

Singapore telco Singtel has rolled out free access to Perplexity Pro, marking a strategic move to democratize AI tools while strengthening customer relationships. The year-long subscription, typically priced at SGD 270, is being offered to all of Singtel's broadband, mobile and TV subscribers.

The partnership positions Singtel as an entry point for mainstream AI adoption, mainly targeting users who are curious about generative AI but haven't yet incorporated it into their daily routines. While early adopters already have ChatGPT and Claude installed on their phones, a substantial audience remains hesitant to experiment with standalone AI applications. By bundling Perplexity Pro, Singtel removes friction points and provides a low-stakes opportunity for people to explore AI capabilities.

Singtel's partnership with Perplexity highlights the potential of leveraging AI as a differentiator to deepen customer loyalty and enhance perceived value. It's also part of a wider AI push by Singtel. Without referring to Perplexity, the brand's Chinese New Year ad features a woman struggling with preparations for CNY celebrations. A first batch of pineapple tarts bakes to a blackened crisp, but then an AI assistant steps in to help...

By embedding utility-focused tools like generative AI into their service ecosystem, brands can tap into the latent and unmet needs of both tech-savvy and hesitant consumers — and stay relevant in a rapidly evolving landscape.

While most artists embark on global tours, Bad Bunny flipped the script with his Puerto Rico residency 'No Me Quiero Ir De Aquí.' Instead of scattering economic benefits across world capitals, he's drawing the spotlight — and tourism dollars — directly to his homeland. The 30-date run at the Coliseo de Puerto Rico transforms a concert series into an invitation for the world to discover the island on its own terms.

The first nine shows were reserved exclusively for Puerto Rican residents, with in-person ticket sales preventing scalpers from gaming the system. When international fans join later shows, they'll be able to experience Puerto Rico through carefully crafted VIP packages that blend entertainment with cultural immersion — a model aimed at ensuring tourism serves the community rather than the other way around. This approach amplifies themes from his album "Debí Tirar Más Fotos," which weaves traditional rhythms with sharp commentary on gentrification and cultural sovereignty.

By making fans travel to him, Bad Bunny shifts the power dynamic: Puerto Rico becomes the center of the musical world, not just another stop on a tour. The strategy proved magnetic — 400,000 tickets sold in just four hours, suggesting audiences are ready to embrace this decolonized approach to live entertainment.

A new approach to sustainable travel could take root: two extra days paid time off for employees who choose not to fly for a year. At Sprinklr, an Amsterdam-based organic plant retailer, 11 out of 14 team members earned these 'Linde days' in 2024 — named after their warehouse manager, who inspired the policy through her own commitment to low-carbon travel.

The initiative grew from a simple observation: while sustainable options benefit all of society, they often cost individuals extra time and effort. When Linde opted to take an 18-hour bus journey from Amsterdam to the Venice Biennale rather than flying with friends, her climate-aware choice demanded more time and patience. (Meanwhile, a new study by Transport & Environment reveals that "Europe's aviation industry plans to double its passenger traffic by 2050 and will deplete its carbon budget as early as 2026.")

Rather than running carbon calculations to determine the exact footprint of every trip, Sprinklr focused on supporting its team's conscious travel choices. Offering those two additional leave days acknowledges the extra time required for most train or bus journeys. As co-founder Suzanne van Straaten explains, it's not about judging those who fly but empowering employees who are mindful of how they travel — a practical approach helping to bridge the gap between people's environmental ideals and their real-world constraints.

Major Brazilian clothing brand Malwee is tackling a common concern for beachgoing families with a two-pronged approach to child safety. The company has launched UV-protective t-shirts featuring QR codes that help reunite lost children with their parents, merging sun protection with a practical safety solution.

When scanned, the QR code on a 'Me Encontre,' or 'Find Me,' t-shirt provides quick access to the child's emergency contact information, allowing anyone who finds a lost child to immediately reach their parents or guardians. The t-shirts are designed to be stylish enough for everyday wear, suggesting Malwee sees potential for the safety feature to extend beyond beaches into other crowded environments where children could become separated from their caregivers.

While labeling screen addiction an epidemic might oversimplify the issue, it’s undeniably a pervasive problem across demographics. Paul English, co-founder of travel site Kayak, has developed a potential solution. His new app, Steppin, requires users to walk before they can scroll: for every 100 steps, they unlock one minute of access to restricted apps. Users can also set a higher step-to-minute ratio if they prefer.

The concept reframes the often guilt-laden experience of scrolling through social media into a reward for healthy activity, addressing that other epidemic — too much sitting — in addition to excessive screen time. Rather than simply imposing restrictions, as many digital wellness tools do, Steppin establishes a positive feedback loop between movement and smartphone use. (Whether it’s helpful to position screen time as a reward is up for debate and/or research.)

Launched in January 2025 for iOS, the app integrates with Apple Health, drawing step counts from an iPhone, Apple Watch, Oura Ring, Garmin watch or any other activity tracker connects to Apple Health. An Android version is set to follow soon. Currently free of charge, Steppin told TechCrunch that an annual subscription will be priced around USD 20.